Anticipation marketing: Understanding buzz for Generation Now

Ellen Baron, Kristin Hickey and Paul Merrell

Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a way that generates levels of consumer demand that well exceed market norms.

Anticipation marketing: Understanding buzz for Generation Now

Ellen Baron, Kristin Hickey and Paul Merrellruby cha cha, Australia

INTRODUCTION

On a cool winters' evening in Sydney 2008, something fascinating took place. Men and women in high-powered suits, 'glamorous somethings' in designer jeans and techno youths in Converse trainers all joined a much-watched queue as it formed outside the about-to-open Apple Store. Several hours later the queue was much longer, with Apple advocates waiting patiently and excitedly for their icon store to open its doors. The reward for waiting several hours on the street on a Tuesday...

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